Following the explosive rise of e-commerce during the pandemic, the pendulum swing back to brick and mortar is in full effect in 2023. As longstanding supply chain delays resolve, warehouse surpluses drive the importance of movement through eye-catching endcap displays. Additionally, retail labor issues and consumer concerns continue to evolve toward more immersive and emotionally connected retail experiences.
This presents brands with a mix of challenges and opportunities around the effectiveness of endcaps and displays. With increased competition both online and offline, brands must ensure that their products stand out on shelves and provide a compelling in-store experience. Adding a third-party retail merchandiser to ensure displays are set and stocked can increase display presentation by 40-50%.
What Merchandisers Can Do for Retail Brands
Merchandisers can provide valuable insights into consumer behavior and market trends, helping brands make data-driven decisions about product placement and inventory management. In addition, with the rise of omnichannel retail, merchandisers can help brands create a seamless and consistent customer experience across all channels.
By partnering with third-party retail merchandisers, brands can stay ahead of the curve and thrive in a competitive retail landscape. RMS is uniquely positioned to enhance display effectiveness with tested results. A collective of retail experts with more than 150 years of combined experience, RMS provides best-in-class merchandising services to clients across a variety of retail channels.
What do In-Person Shoppers Care About in 2023?
In-person shopping has taken on a different significance in the post-pandemic consumer landscape.
- Tightening Budgets – Consumers are increasingly driven toward “no-frills” spending habits driven by inflation.
- Self–Care – Conversely, shoppers now view shopping as a form of self-care
- Retailer Loyalty – 64% of shoppers spend more time in a store following a positive previous in-store experience.
How do Brands Stand Out in This Retail Environment?
Brands are investing in displays that have an emotional impact and draw the consumer into an experience that they will remember and return to repeat. A display that showcases a brand’s values or history can create a deeper connection with the shopper and make them more likely to choose that brand over others. But if displays are not set and stocked, that investment is lost.
The popularity of immersive shopping experiences and pop-ups is also driving broader consumer preferences. Storefronts recently vacated by retailers struggling in the e-commerce boom are turning into successful pop-ups that give customers the sensory experiences lacking in online shopping. By using creative and interactive displays, retailers can create a memorable shopping experience that keeps customers coming back. In an era where convenience is king, providing an exceptional in-store experience can be a valuable differentiator.
DTC brands in particular need to be as immersive in-store as they are online to create a unified omnichannel presence. For example, Target is adapting the pop-up strategy by offering DTC brands only available physically in their locations. This creates something new that already has an emotional attachment created from the online marketing efforts of the brand. As more and more new brands and DTC brands come to Brick and Mortar retailers, it’s essential for brands to stand out and make a connection with customers.
How RMS Can Help In-Store Retail Display Management
RMS account managers work with you to develop your store display strategy and conduct field tests of the service. Execution of endcaps and displays is documented throughout the project to ensure accuracy and thoroughness. Our proprietary reporting platform allows our account team to customize reporting format and type of data to fit your needs, and to provide a summary and store-level reporting. These strategies are proven through the results of previous endcap and display projects documented in RMS case studies. When properly set and stocked, eye-catching endcap displays draw shoppers in to connect with brands.
The RMS team is a collective of seasoned experts who have the experiential knowledge to make a difference in display performance. The average tenure of an RMS merchandiser is over three years, and many merchandisers progress to become RMS field trainers and managers who provide valuable store-level feedback to improve performance. The experience of the RMS team gives an edge to approaching the strategies needed in this evolving climate.
While trends in consumer preferences provide opportunities, economic factors continue to present challenges to brands. Retail ranked second highest in January layoffs among industries, surpassed only by tech. Labor shortages put added stress on in-store execution rates. With less staff on the floor, retail merchandisers play an even bigger role in brand effectiveness. The RMS compliance team works with the field team to ensure accuracy and thoroughness in endcap and display maintenance.
Retail displays are more important than ever in 2023. They can attract and engage shoppers, tell a brand’s story, and provide a unique experience that online shopping simply cannot match. By investing in eye-catching and creative displays, retailers can set themselves apart in a crowded marketplace and build lasting relationships with their customers. A retail merchandising partner can make a difference in the effectiveness of these displays, and RMS brings the successful strategies and experience to make good on that investment.
